February 13, 2008

Falling in Love with Sales Objections

For many years I have been producing a newsletter for Chamber of Commerce development professionals. One of the regular columns in this weekly newsletter is called, "I Love Objections".

I love objections . . . What exactly does this heading mean?

Well, I’ll explain.

With an objection being a question or concern in the mind of the prospect, it allows us the ability to address the question or concern, thus removing it as an obstacle. A put off, on the other hand, is nothing more than a smokescreen hiding that very same question or concern and preventing us from removing it as a barrier to gaining a new member or a sale. So, with an objection bringing us one step closer to our objective, it is far more desirable than a put off. Here is an excerpt from “You can’t teach a kid to ride a bike at a seminar” written by David Sandler that helps to bring this into prospective.

“You want to avoid the “I want to think it over” answer because there’s nothing worse in sales. What does it mean? When you begin to critique yourself, what do you say? What happened in the sales call? Where do I stand? Could I have closed the sale with a little more persistence? Should I have done this, or that? The sad thing is that most salespeople are satisfied to hear an “I want to think it over.” It gives them a false sense of security. Always go for a “yes” or a “no”.”

The next time a prospect gives you an objection, think to yourself, “I love objections!” as it will take you one step closer to your goal, and remember, most prospects will raise at least two objections before joining or making a purchase.

When prospects offer you a put off, think to yourself, “My objective is an objection”, and avoid wasting the prospects valuable time and yours.